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Value co-creation and customer citizenship behavior

Author

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  • Assiouras, Ioannis
  • Skourtis, George
  • Giannopoulos, Antonios
  • Buhalis, Dimitrios
  • Koniordos, Michalis

Abstract

Drawing on social exchange theory and the service-dominant logic framework this paper explores the association between value co-creation and the willingness to engage in customer citizenship behavior in the hospitality and tourism context. Tourism and hospitality firms are increasingly offering opportunities for co-production and value-in-use not only to increase revisit and repurchase intentions but also to benefit from manifestations of customer citizenship behavior such as customer feedback, advocacy, customer-to-customer assistance and tolerance in less satisfactory future services. The paper offers a building block for future work to investigate the causal relationship between the dimensions of value co-creation (co-production and value-in-use) and customer citizenship behavior.

Suggested Citation

  • Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    • Handle: RePEc:eee:anture:v:78:y:2019:i:c:5
    DOI: 10.1016/j.annals.2019.102742
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